The U.S. platinum jewelry and watch market continues to thrive, despite drops in world demand in 2005 plus the highest per-ounce price for the white metal in 26 years (see sidebar, p. 67). Helping spur demand are technical innovations, less-expensive jewelry, and novel promotions that are widening the U.S. market and targeting new customers, including men and teenagers. Here’s a look at some initiatives. LIGHTWEIGHT TECHNOLOGY Innovative technology is creating lighter, more affordable pure platinum jewelry. One example is 1Platinum1, a Dallas designer and manufacturer of 950 platinum jewelry, which focuses on young adults, starting with teenagers. “That’s where the platinum business is,” says vice president Terry O’Malley. “They’re the biggest driver, including the push for more product diversity, which general retailers haven’t given them. They already like white met